Sweden’s Council for Gaming Ethics (SPER) has formed a new independent panel which will review advertising and other marketing activities across the regulated gaming industry in Sweden.

Promoting the interests of Sweden’s licensed gambling operators, SPER (Spelbranschens Etiska Råd) had called out for more effective regulation of gambling advertising earlier this year, singling out advertising by unregulated sites as a key area of focus.

The new initiative will see the creation of an independent regulator of advertising across the gaming industry, similar to the UK’s Advertising Standards Authority.